Export market potential for 15 Ecuadorian fruits and vegetables

Using quantifiable data sources and informal industry contacts, the study team divided the commodities into 3 groups on the basis of their export potential. Group A - dehydrated bananas, blackberries, blueberries, pigeon peas, and yams - hold the greatest export potential, with favorable markets in the United Kingdom, the United States, and Western Europe. Group B - the exotic tropical fruits (guanabana, guava, naranjilla, tamarind, and passion fruit) - is less suitable for export than Group A, but its potential should be explored further. Group C - the temperate climate vegetables (celery, cauliflower, cucumbers, lettuce, and squash) - has negligible export potential. Recommendations are that Ecuador: stress high-value commodities for off-season U.S. markets; enter Western European and Far Eastern markets cautiously; develop a central marketing agency and stress the export value of commodity groups instead of specific products; continue to expand its agroprocessing capacity; and consider the export potential of asparagus, artichokes, garlic, melons, and okra. The continuing need for U.S. marketing assistance during the early stages of an export development program is noted. Appendices provide related information on U.S. regulations and standards.